How To Use Machine Learning And Heat Maps To Improve Your Web Design

To consider how machine learning can improve web design we should first have clarity about what is meant by machine learning. Machine learning in general says that the machine can learn, and in this way it is related to artificial intelligence.

Most forms of machine learning in computer science involves giving the computer data and allowing it to decide how to categorise the data. The machine is also capable of learning algorithm updates, so in theory the computer would be cleverer next time around with each new set of data input.

There are many different types of machine learning, some of the most well-known being: handwriting recognition, speech recognition, search engine optimisation, machine translation, heat maps etc.

In web design, heat maps can be used to learn very useful things about how computer users are interacting with websites. We heavily recommend heat maps such as CrazyEgg to our clients when we review their online marketing activities and when we launch a new site.

Heat maps are a way of using an alternative graphic technique to give data a spatial element. The concept originated from the idea of weather maps i.e. trying to pictorially demonstrate which places are hot or not by giving it a colour coding.

In computer science, heat maps use statistical data to design a map that makes the data easier to understand. The type of data that business owners would like to know about, would be which area of the website do the computer users focus on. Websites should ideally be designed so that users focus on the headline or description of the product, the image of the product, and then the call to action. With machine learning it is possible to find out whether your website is actually fulfilling this aim.

The computer accumulates data on what consumers are focussing on, by tracking either the mouse movements or the eye movements of visitors on the website. After the computer has automatically tracked this data, it then records and analyses it. It is then presented to the business owner in the form of a heat map delineating which areas of the web site got the most ‘heat’ or attention from users.

The data can be gathered using two main methods: mouse tracking and eye tracking. With eye tracking a webcam can be used or more sophisticated equipment in a laboratory setting.


  • AI in Content Strategy: Beyond Keyword Stuffing

    AI in Content Strategy: Beyond Keyword Stuffing

  • Artificial Intelligence: 8 Ways To Harness AI and Grow Your Business Today

    Artificial Intelligence: 8 Ways To Harness AI and Grow Your Business Today

  • Semantic Search and AI: Redefining SEO in 2023

    Semantic Search and AI: Redefining SEO in 2023

  • Augmented Reality in Marketing: A Digital Revolution

    Augmented Reality in Marketing: A Digital Revolution


6 Steps: How to plan for your website re-design

Whether you’re updating your website for an SEO boost, or want to explore the benefits of a full rebrand, there’s a lot to consider before you begin. From budgets to business goals, discover the 6 key steps to successfully redesigning your website.

6 Steps How To Plan For Your Website Re-Design | Digital Whitepaper | Digital Marketing Agency

Understanding the best SEO practices

SEO is something that is crucial to the success of your business. SEO determines how easily people can find you based on your search engine rankings.

To build up your online presence, you should understand the best SEO practices so that you can achieve your goals.

Understanding The Best SEO Practices | Digital Whitepaper | Digital Marketing Agency

The Ultimate Social Media Guide

With the ever-growing power of social media, we use the latest techniques, video, and animation software to craft eye-catching social media assets that make your brand pop. Our designers, wielding Adobe Creative tools, create distinctive animations and graphics to illuminate your brand story and highlight your products or services. Want a unique design? No problem – we also offer bespoke designs to match your brand aesthetic.

The Ultimate Social Media Guide | Digital Whitepaper | Digital Marketing Growth Agency

Inbound Digital Marketing Strategy For Growth, Lead Generation And ROI


Got a new project in mind? Talk to our friendly digital strategists and let’s discuss the best ways to achieve your upcoming business goals. Whether you require creative support, are looking to design or develop a new website or even need assistance with posting daily across the various social media platforms – our dedicated team are here to become your outsourced marketing team!